5 Content Marketing KPI’s You Should Keep an Eye On

Articles o content marketing might be flooding the Internet, but only a very small fraction of people believe that their content marketing strategy is on point. While most may believe that the audience is inhibited by the extreme competition in the content market, the responsibility lies mostly with the content writer and publisher. Most resources put into content marketing are often not best utilized, with the publishers not redeeming enough returns from their marketing tactics and efforts put into the content marketing strategy.

Here are 5 Content Marketing KPI’s to keep an eye on

  1. Unique Visits + Site Retention + Geography

Not all types of traffic will work for your brand and business. It is thus necessary that the content reaches the target audience instead of simply gaining traffic for your content. You must hence figure out what type of content is successful in generating traffic and thus replicate those numbers by putting your effort in the adequate form of content marketing. Google Analytics can help you figure out the online behavior of your website traffic and analyze the demographics of the audience, the number of unique visits, site retention, as well as the bounce rate.

While a blog might look to attract traffic from a particular nationality or international audiences, a brand may instead look for the local audience to engage on their website. Thus, a single piece of content may have to be judged based on various factors like what time and place offers the best engagement for the content. Moreover, with the average time spent on your site per session, you might be able to identify further if the reader shows interest in the content or simply skims through it, thereby making it easier for you to improvise.

Data-driven understanding is needed, for both the publishing businesses or brands to help market the content better for an increased ROI.


  1. Exit Rates

Unlike bounce rate, exit rates indicate the percentage of audience who visited another website through a link on yours. Bounce rates, on the contrary, gives an overview of those who left the page immediately after landing on it.

Exit rates can include more than one page in a session, implying that the viewer may not have landed on a page but simply found it while browsing through the website.

The exit rate may give content marketers certain factors to determine the problem with the site and content. They indicate which pages need to be revised or optimized to accommodate the pages to lead to natural further interaction within the website. However, it is as much important to be cautious with the insights that the exit rates provide to you about user experience and content pages.

  1. Heat Maps

It is imperative for most content marketing professionals to analyze the work and response, minimizing or emitting the minutest errors and constantly keep on improvising work to win big on your content. With the advent of smartphones, the attention span has been doomed to a mere 8 seconds on an average, making it essentially important for the content to be tailored for the impatient lot. It is possible to trace the heat maps and figure which section of the page grasps most attention and views and which sections are being left entirely ignored with certain tools like Crazy Egg.

This information is critical to emit all errors and understand what has most negatively effected your page views, in order to optimize the return on investment on your blog.


  1. CTR (Click-Through-Rate)

The Click-Through-Rate doesn’t essentially have to do with those optimizing and clicking everything on Google Ads. Rather, it is needed that every content marketer tracks his CTR, an important metric for all publishers or writers engaged in online content marketing. Once you have achieved a good CTR score figure and maintaining it, it is possible to increase your impression numbers, thus positioning your content at the top of search results by your target audience. Your website will thus be more discoverable to the desired traffic while your conversion numbers are set to see a boom.


  1. Backlinks

Backlinks can influence your website’s performance and authority tremendously, not simply by improving the organic rankings in search but moreover with attracting great referral audience. A high-quality backlink linking to your domain can have a huge boost for your SEO as Google tends to index the linked pages faster. However, with so much competition around, earning backlinks and manually getting them are different and will perform differently for the website.

A plethora of resources online, to seek information on almost every subject, make it increasingly important for you to understand the market and publish content that is engaging enough to drive the traffic to like and share in an instant. It is important to identify what is most trending in the niche and then write about it in a manner that it increases the intrigue in the reader. We are all instantly driven to content that seems to be satisfying our curiosity, aren’t we?


These key performance indicators, if handled in the correct manner will help elevate your efforts by generating better traffic engagement out of your content marketing tactics. A few metric stats and strategy is something every business need to have in hand in order to perform better, and for your content marketing requirements, the strategy is well laid in these KPI’s.


“If you tell the truth, you don't have to remember anything.”
― Mark Twain

Recommended Posts